A large jewelry retailer sees dramatic, quick results within just three months of transitioning to Adlucent. By employing two of Adlucent's core best practices, year-over-year revenue increased significantly.

1. Overspending on Customer Acquisition
The largest retailer of loose gemstones in the United
States had long relied on paid search as a critical customer
acquisition strategy. Eventually, they found that their
revenue from paid search activities hit a plateau.
The jewelry retailer began searching for a completely new
approach to growing its revenue profitably using paid
search. The company partnered with Adlucent, intrigued by
its dedicated focus on working with leading retailers and it
unique pay-for-performance compensation model.
Dramatic, Rapid Results
Within just three months, Adlucent was able to increase
year-over-year revenue from paid search by 53 percent. And
in less than a year, revenue from paid search soared
78 percent, while margins (A/S ratio) improved 25%.
Adlucent employed two principle strategies to help drive
revenue and improve efficiency. The first was to increase
the relevancy of ads by significantly expanding and
restructuring online advertising accounts. Over 51,000
keywords were added, along with more than nine times
as many campaigns and 10,000 more ad groups.
By organizing an expansive array of keywords into tightly-focused
ad groups, ad copy became more relevant to online
shoppers’ search queries, leading to higher click-through
and conversion rates. In addition, this approach allowed
negative keywords to be appropriately implemented,
reducing wasted ad spend.
The increased relevancy from account restructuring also
helped boost by 32 percent the number of keyword
Quality Scores at seven or above. This in turn resulted
in higher ad placement ranks at a lower cost per click,
further driving revenue and cutting expenses.
Additional Insights and Benefits
By restructuring accounts, the jewelry retailer was
able, for the first time, to understand their paid search
initiatives at the category level, item level, and the
intersection of the two. “Before working with Adlucent,
we knew how campaigns for gemstones like sapphires
were performing, and we knew how campaigns for
jewelry types like rings were performing. But we couldn’t
determine how well the intersection of the two—say,
sapphire rings—were performing. By working with
Adlucent, now we can.”
This granular level of reporting shows the retailer
where they can realize the greatest efficiencies on
their ad spend. It also enables them to use paid search
to better understand consumer demand, evaluate
product pricing and demand elasticity, and assess
merchandising efforts.
C A S E S T U D Y : J E W E L R Y R E T A I L E R
78% Revenue Growth in Less than a Year with 25% Lower Cost
DRIVING PROFITABLE
REVENUE GROWTH QUICKLY
Paid Search Revenue Average A/S
Pre-Adlucent Post Adlucent
25%
78%
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